Digital marketing is vital for any business with an online presence. SEO, PPC, social media, email, and more…there’s a lot to keep track of. Because of this, it’s easy to neglect certain areas of your digital marketing strategy.
To help, we’ve put together our list of the three areas of digital marketing that businesses often neglect.
1. Set Digital Marketing Goals
So you’ve got a digital marketing strategy in place and you’re following it — that’s a great start. But so many businesses fail to set tangible goals for their digital marketing strategies and campaigns.
Without goals, you won’t know how your marketing efforts are going, where you’ve succeeded, and where you can strengthen.
To help you avoid this, we suggest using SMART goals. This is an acronym for specific, measurable, achievable, realistic, and time-sensitive goals. By using smart goals, you ensure your marketing efforts are trackable with a set deadline, as well as feasible.
For example, one of your goals could be to increase organic traffic, it’s a good goal but it lacks accuracy. With SMART goals, your goal could be to increase organic traffic by 15% year-on-year through raising search engine ranking positions over the next quarter. This means when you review your strategy, you have a clear indicator of how successful it was.
Take time when figuring out what key performance indicators best suit your strategy or campaigns. Each aspect of digital marketing has different key performance indicators. Often the most obvious KPIs aren’t the best suited for business goals.
For example, for PPC campaigns, many businesses opt to use clicks, click-through-rate, and conversions as their KPIs. But depending on your business goals, KPIs such as cost per lead or customer acquisition cost may reveal more in-depth insights into your campaign.
2. Neglecting Mobile
It’s 2021 and we can’t believe we’re still saying this, but we are. Mobile matters. In fact, mobile matters more than desktop.
This isn’t brand new information. Mobile has mattered more than desktop for some time. Google took a mobile-first approach to indexing back in 2018.
That’s a fancy way of saying, if your mobile site isn’t user-friendly and optimized for mobile, it’ll appear lower in the rankings.
There’s a whole host of things you can do to make your site more mobile-friendly. This includes responsive design, good loading times, and ditching pop-ups to name just a few.
3. Lack of Resources and Knowledge
Running your own business is hard work. Especially in smaller and medium-sized businesses where the resources may be more limited. Finding the time and staff to dedicate to online advertising can be difficult, which is why so many businesses are outsourcing their digital marketing to agencies.
It isn’t just resources that can limit the success of a digital marketing strategy, knowledge can too. This is why it’s so important to invest in your marketing department or agency to get the best results for your business.
Invest, Plan and Thrive
Digital marketing has become such a broad variety of things that it can be difficult to know where to focus your efforts. Your campaigns and strategies should be specific and tangible and run by those with the right time and knowledge to do so. If you do this, you’re less likely to neglect key aspects of your marketing.
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